A brand-new concept: the Paris-Shanghai Perfume Show sets out to spark dialogue and collaboration between two olfactory cultures. We asked the co-organizers what inspired their choice and what they hope to achieve.
Could you walk us through the main aspects of the event?
Romain Raimbault: The Paris Shanghai Perfume Show will take place on September 26–27, 2025 at the Bastille Design Center in Paris. At its core, it’s a unique opportunity for around twenty Chinese brands to meet French niche houses and major composition companies, in front of an audience of professionals, journalists, influencers, and perfume lovers. Alongside the exhibition, the Smell Talks conference program, with 15 sessions over two days, will offer in-depth discussions on markets, creativity, and cultural exchange. They will all be hosted by Dao Nguyen, a leading expert on China and interculturality.
We’ll also feature informal Smelling Sessions, offering a more intimate way for creators to discover and discuss each other’s perfumes in a relaxed, interactive setting.
Why did you want to present these Chinese brands to the French public?
Alex Wu: I want to introduce these Chinese brands to the French public because, over the past few years, China’s fragrance industry has been going through a real awakening—not just in terms of market growth, but in the richness of its cultural expression and creative energy. We’re seeing a new wave of remarkable Chinese brands that have developed their own distinctive and confident voices—through ingredients, perfumery, aesthetics, and storytelling. They’ve moved far beyond the old clichés of the “Oriental” accord, creating contemporary works with strong personalities and deep cultural roots.
Paris is the heart of global fragrance, fashion, and cultural influence. China, on the other hand, has both an ancient scent tradition and a dynamic, fast-growing modern market. Bringing these brands to France isn’t just about “going global”—it’s about creating an equal, meaningful exchange where two fragrance cultures can inspire and learn from one another.
My hope is that French professionals and perfume lovers will be able to experience, firsthand, the creativity and potential of today’s Chinese fragrance scene—and that this encounter will help lay the groundwork for future collaborations and the growth of these brands on the international stage.
Can you tell us a little more about them? (here we could introduce Melt Season and 2 or 3 other brands to show the variety of exhibitors)
AW: Most of the brands are deeply rooted in Chinese culture, yet speak fluently in a global creative language. Together, they show just how diverse and dynamic contemporary Chinese perfumery can be.
Take Zhu fu for example—its name sounds like “blessing” in Chinese, and the bamboo it’s named after symbolizes good fortune, prosperity, and resilience in Chinese culture. Their perfumes weave these auspicious meanings into scent, using modern design to convey a sense of Eastern poetry.
Melt Season is perhaps one of the most familiar Chinese fragrance brands among overseas fragrance lovers. It starts from a contemporary Oriental aesthetic, blending nature, culture, and personal emotion into fragrances that can be understood and felt across languages and borders.
Voice from the sky is an independent perfumer’s brand. The founder grew up in a fragrance-making family, but his work is entirely personal—capturing moments of surprise, contemplation, longing, and hope. His creations are free-spirited, artistic, and capable of sparking emotional resonance in any market.
Shu Zhi You Wei leans toward Eastern philosophy, drawing inspiration from the plants and culture of southern China. Its scents emphasize a slow, flowing, and continuous olfactory journey—like taking a poetic pause amid the fast pace of modern life.
French brands will also be attending. Why bring together such a diverse group?
RR: The most interesting things happen when you bring very different worlds together. We want Chinese creators, distributors, journalists and influencers to meet French niche houses and composition companies in person, to smell each other’s creations, exchange ideas, and share stories. Many of these French brands are themselves very curious about the Chinese market, so this is a chance for them to understand it better, directly from the people shaping it. It’s about creating real connections, sparking inspiration, and seeing where tastes and opportunities align. That’s how the most exciting collaborations are born : through genuine encounters, not just formal talks.
Talking about an intercultural meeting, you will also offer a whole range of conferences. What’s on the agenda?
RR: We’ve designed the Smell Talks to give both French and Chinese participants plenty to learn and plenty to talk about. Over two days, we’ll explore everything from why China is such a strategic fragrance market to how its digital ecosystem shapes the way people discover and buy perfumes. We’ll look at legislation, raw materials, and the Chinese olfactory palette, sometimes confirming, sometimes challenging the preconceptions. There will be interactive moments too, like comparing favourite fragrances from both worlds and debating the results live. Other sessions will dive into retail experiences, design, storytelling, and the fast-moving niche scene in China. We’ll also reflect on the new geopolitics of fragrance and how creativity moves across borders today. All of this will be guided by Dao Nguyen, who brings the insight and cultural sensitivity needed to make the conversation truly meaningful.
The 4th edition of Notes Shanghai will take place from the 16th to the 19th October. It appears there will been new developments!
AW: Yes, the 4th edition of Notes Shanghai will be held from October 16 to 19, and this time we’re taking it to a whole new level—in both scale and international reach. Just two weeks after the Paris Shanghai Perfume Show, we’ll welcome not only the Chinese brands that appeared in Paris back onto their home stage, but also a strong line-up of French and other international exhibitors, who will be taking part in the forums as well.
Our goal is to build on the international attention and media momentum from Paris, carrying that energy into Shanghai so that more overseas buyers, perfumers, and industry professionals can experience the dynamism and potential of China’s fragrance market firsthand. It’s also the perfect opportunity for the connections we make in Paris to deepen—giving our new friends a closer look at the market and opening the door to even more cross-cultural creation and collaboration.
Your collaboration with Notes Shanghai is set to continue this October. What can you tell us about it?
RR: In October, we’ll be in China to launch the Shanghai Perfume Week, hosted within the Notes Shanghai trade show. It’s the only event in the country entirely dedicated to fragrance, attracting brands, artisans, suppliers, distributors, media, and KOLs. Our curated space there will showcase international niche brands, raw material specialists, and cultural content. We’ll also host talks, run an off-site program in the city, and create opportunities for French and European brands to meet the Chinese public and industry on their home ground. For many, it will be their first real immersion in this fascinating, fast-moving market. And of course a chance to turn the conversations started in Paris into concrete partnerships.
Paris Shanghai Perfume Show
More about the organizers
